The one thing LVMH and Tiffany & Co. have in common? China

This is evidenced in its new ad campaigns, plastered around New York and Los Angeles, titled: “Not your mother’s Tiffany.” Dressed down models in jeans and tank tops stand against a white background wearing items from its jewellery collection. The campaign feels more like American Apparel than anything you would expect from Tiffany’s before.

According to Business of Fashion, citing comments on social media, this campaign has angered some shoppers who say that the new is look is alienating the most loyal fans who remember it best for its Audrey Hepburn Breakfast at Tiffany’s days. But some analysts feel differently.“I think making Tiffany more in sync with the times is a smart move,” said Bernstein senior research analyst Luca Solca. “We were counting that LVMH would know how to inject more content into Tiffany’s marketing, so that the brand could be more relevant to consumers. I don’t believe brands that go through this evolution risk alienating their core audiences – look at Gucci, for example.”

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Tiffany’s has been trying to shake off its “fusty … old-fashioned” image long before it was acquired by LVMH but these efforts were blown off course by the pandemic, said Neil Saunders, managing director of GlobalData Retail.

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“Now that society is, hopefully, opening back up, Tiffany needs to drive awareness and trade,” he said. “This is quite difficult to do with younger groups as while they respond to marketing, they are fickle and will shop around. And there are plenty of younger, aspirational jewellery brands to snag their custom.”

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